Make Time For Customers, Even When You’re Sold Out
Being sold out for this weekend’s games are great. Good accomplishment if that’s your franchise. Get that pat on the back, then start thinking about the next weekend, because you cannot start letting all of the customer service reps go early for home on Friday.
One of the biggest misconceptions that harms revenue development in sports is the idea that being sold out means there is nothing left to do. It is a mentality that costs teams and sales staffs consistently, by tricking themselves into not engaging further.
When the box office manager runs around, proud and elated that this weekend’s games are a “will call” situation, that should be commended. However, it should also send a message of getting back to work. As there are many more games on the schedule to sell. Relaxing and not preparing for the week ahead when there are games with half empty stands shows a lack of foresight, and over-inflating the value of being sold out for one or two games on a eighty-one game home schedule.
It also can translate into a missed opportunity when patrons call in as well.
The job isn’t done because of one or two sell-out games. It’s only done when every game on the board is sold out, and even then, that’s the perfect time to start selling next year’s games on the schedule in the form of a season ticket or mini-pack plan.
Even those customers who cannot buy a ticket to the sold-out game should be educated as they arrive at the stadium. This means engaging them fully, because there is always the opportunity that a new customer may be a long-term buyer. All it takes is giving them a chance to buy.
Simply assuming that since you are sold out, there is nothing to sell, eliminates of the core reasons for an experienced customer service staff. Often, this is how upper management views the process as well, and begins to eliminate positions because “we’re sold out.”
This mentality often costs franchises down the road, since they service their customers’ needs less, then find a drop-off once their team’s playoff runs and winning streaks end. The goal should to always be prepared, engage each customer who calls in, and get them to buy for a later date.